Brand as an element of the company management system at the retail market of petroleum products

Abstract

In this publication a brand was considered as the part of the "power formula of the company" in the context of
the "happy atom" model of T. Peters and R. Waterman, and as the element of management system of the companies
at the retail market of petroleum products; the model of its "genetic" construction was presented, an example of the
description of brand components of "OKKO" in the context of the suggested model was given. It was substantiated,
in particular, that a brand was a part of the special competence of a company and its competitive advantage. The
structure of brand "DNA" was presented as the brand essence, including its external and internal characteristics, its
advantages and transmission to the consumer. Its elements are to be sufficient and compatible with each other. Too
intense or vague brand "DNA" is not perceived by the consumers. Brand value is directly related to the content of
such "DNA".
It was demonstrated that a strong brand is the most valuable asset that the company may possess, and its development
is a complex system process that results in the creation of unique values bringing bring long-term benefits. A brand is also a part of the providing subsystem of an enterprise’s management system, one of its key
success factors.
The advantages of branding for the domestic producers were substantiated; the review of branding development
concept on the Ukrainian markets was made. It was concluded that the notion of a "brand" on the domestic
market only begins to form. The principal difference of Ukrainian branding is the large number of trade marks on
the market, but there are few brands among them.
The specificity of branding of the retail market of petroleum products is determined. On the basis of the
research of brand gas stations positioning it is concluded that the companies should refer to brand management, in
particular to develop marketing activities system for the enhancement of the differentiation among competitive gas
stations for their successful operation at the market.